Chandar Pattabhiram, VP of Product and Corporate Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
Optimizing Marketing & Sales Alignment with Marketo Sales InsightMarketo
Are you looking for some key tips for optimizing marketing and sales alignment in your organization?
Check out this presentation to discover the benefits you can reap from improving alignment. You'll also get best practices for kick-starting the process, including:
- How to use marketing automation to create alignment across your business
- How Marketo Sales Insight can be used to improve alignment across teams
- How you can put ideas into practice now to align team resources and roles
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
The “Who”, “How” and “Why Now” of Marketing AutomationMarketo
This document discusses the need for engagement marketing using Marketo's platform. It notes that the customer journey occurs across many touchpoints requiring a 360 degree view. Marketing automation can help engage customers personalized at scale, streamline marketing, and improve sales productivity. The platform allows marketers to capture and nurture more contacts, measure ROI, and provide sales with win-ready leads. IT benefits from the 360 customer view and ease of integration and use. Marketo's engagement marketing platform helps plan activities, generate awareness, engage customers personalized across channels, and convert sales-ready leads.
Marketing Operations Summary Metrics By ChannelAdam "AB" Bloom
The document discusses different types of marketing programs and the metrics they result in. It provides data on programs like direct marketing, executive events, seminars, ads and their associated opportunity number, yield, cost per opportunity and total and guaranteed return. The metrics defined include opportunity yield, cost per opportunity, total potential return and guaranteed return which are calculated based on opportunities generated, closed or in pipeline from each program type and their associated budgets and revenues.
#FlipMyFunnel Boston 2016 - Michele Aymold and Aaron Dun - Leveraging Custome...#FlipMyFunnel
Customer reviews provide transparency that builds trust and helps attract future customers. Developing a review strategy that encourages reviews and shares them on social media allows customers to advocate for your product and provide feedback. This feedback can be used to personalize content for account-based marketing throughout the buyer's journey, from creating brand awareness to closing deals, by leveraging customer stories and reviews to nurture prospects and get more relevant data.
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
The document provides guidance on developing an integrated sales and marketing strategy to target specific industry segments. It recommends conducting market research to understand customer profiles and needs within segments. It also suggests collaborating across teams to align on definitions and metrics, and developing programs across the sales funnel from top-of-funnel awareness campaigns to bottom-of-funnel pipeline acceleration. The document outlines challenges that may arise and potential solutions such as flexibility for strategy changes and focus on building an initial subscriber base before extensive nurturing.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
Optimizing Marketing & Sales Alignment with Marketo Sales InsightMarketo
Are you looking for some key tips for optimizing marketing and sales alignment in your organization?
Check out this presentation to discover the benefits you can reap from improving alignment. You'll also get best practices for kick-starting the process, including:
- How to use marketing automation to create alignment across your business
- How Marketo Sales Insight can be used to improve alignment across teams
- How you can put ideas into practice now to align team resources and roles
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
The “Who”, “How” and “Why Now” of Marketing AutomationMarketo
This document discusses the need for engagement marketing using Marketo's platform. It notes that the customer journey occurs across many touchpoints requiring a 360 degree view. Marketing automation can help engage customers personalized at scale, streamline marketing, and improve sales productivity. The platform allows marketers to capture and nurture more contacts, measure ROI, and provide sales with win-ready leads. IT benefits from the 360 customer view and ease of integration and use. Marketo's engagement marketing platform helps plan activities, generate awareness, engage customers personalized across channels, and convert sales-ready leads.
Marketing Operations Summary Metrics By ChannelAdam "AB" Bloom
The document discusses different types of marketing programs and the metrics they result in. It provides data on programs like direct marketing, executive events, seminars, ads and their associated opportunity number, yield, cost per opportunity and total and guaranteed return. The metrics defined include opportunity yield, cost per opportunity, total potential return and guaranteed return which are calculated based on opportunities generated, closed or in pipeline from each program type and their associated budgets and revenues.
#FlipMyFunnel Boston 2016 - Michele Aymold and Aaron Dun - Leveraging Custome...#FlipMyFunnel
Customer reviews provide transparency that builds trust and helps attract future customers. Developing a review strategy that encourages reviews and shares them on social media allows customers to advocate for your product and provide feedback. This feedback can be used to personalize content for account-based marketing throughout the buyer's journey, from creating brand awareness to closing deals, by leveraging customer stories and reviews to nurture prospects and get more relevant data.
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
The document provides guidance on developing an integrated sales and marketing strategy to target specific industry segments. It recommends conducting market research to understand customer profiles and needs within segments. It also suggests collaborating across teams to align on definitions and metrics, and developing programs across the sales funnel from top-of-funnel awareness campaigns to bottom-of-funnel pipeline acceleration. The document outlines challenges that may arise and potential solutions such as flexibility for strategy changes and focus on building an initial subscriber base before extensive nurturing.
A multitude of new technologies and touchpoints has created a sea of change in how and when people interact with each other and with brands.
Your customer is more informed, more particular, and more connected than ever before, ushering in a new normal – the Engagement Economy – where companies survive and thrive by delivering meaningful personal experiences.
How can marketing lead the way forward, fundamentally shifting the way the brand (and the organization!) interacts with customers?
Join Marketo’s Matt Zilli, VP of Product and Segment Marketing, and Forrester’s Shar VanBoskirk, VP and Principal Analyst, to learn:
• How businesses can transform themselves into customer-obsessed enterprises
• What you need to be a successful business leader, now and beyond 2017
• How an engagement platform can help you fully tap the engagement economy
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.
Selling Marketing Automation to the C-SuiteMarketo
A marketing automation platform can be instrumental in helping you achieve business goals, work more efficiently, and increase the return on your marketing campaigns. But how do you make the case for marketing automation to your executive team?
Check out this presentation to discover how to create a strategy for getting your C-suite on board with marketing automation.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
[ Overit Webinar ] Grow Your Business: Growth Marketing and Why You Need It Overit Media
Growth marketing focuses on driving traffic and leads throughout the entire sales funnel. It requires establishing key performance indicators, digital marketing strategies, and data infrastructure to track results. Experimentation and iteration are important to optimize each part of the funnel. Digital efforts like SEO, paid search, social media, and email nurturing are used to generate website traffic and qualified leads. Scoring systems assess lead behavior and quality as leads move through nurture sequences. Data is analyzed to identify highest converting channels and improve the customer journey from awareness to conversion. While focused on metrics like cost per lead and lifetime value, growth marketing principles apply whether selling products, services, or non-profits.
Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Is Bad Data Killing Your Customer Engagement Strategy? Marketo
In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn
- How your customers view your data challenges
- Who should own the data problem
- Common data pitfalls and quick wins for clean up
- What questions to ask of other internal groups
This document is a summary report of a benchmark study on B2B customer experience. Some key findings include:
- Only 12% of B2B marketers rate themselves as very effective at delivering consistent customer experiences, showing much room for improvement.
- Consistency across content, teams, and channels is found to be the most important factor for an effective customer experience.
- The top barriers to success are inefficient internal processes, lack of alignment on metrics, and lack of alignment across teams.
- Top performing companies have documented customer experience strategies and shared content planning processes to better align strategies and simplify execution.
Introducing ContentAI: The Future of One-to-One EngagementMarketo
Watch this webinar to discover how Marketo ContentAI uses artificial intelligence to help marketers shift from today’s traditional rule-based campaigns to making every interaction with customers more valuable while increasing conversions across email, web, and mobile.
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
Better Health Outcomes Start with EngagementMarketo
The document discusses Jenny Craig's "Be The Health Moment" campaign to engage healthcare professionals (HCPs) in discussions about weight management. It notes that obesity is a major health issue affecting 1 in 3 Americans, but HCPs often lack time and resources to discuss weight with patients. Jenny Craig targeted and engaged HCPs through the campaign to establish itself as a trusted resource for weight management conversations. The campaign leveraged Marketo and Intelligent Demand technologies to bring Jenny Craig's value proposition to HCPs.
How Marketing Automation is Transforming Financial Services Firmsedynamic
This document discusses marketing automation in the financial services industry. It finds that adoption of marketing automation is currently low in financial services at around 4-6% penetration. Some key challenges for financial services include complex sales channels, large buyer segments, and compliance requirements. The document then outlines steps for a successful marketing automation strategy, including understanding buyers, creating a content strategy, developing a lead management architecture, focusing on best of breed technology, reporting, and managing compliance.
This document outlines Janet Miller's presentation on measuring marketing ROI. It discusses the challenges of attribution and tracking marketing efforts across different channels. It recommends setting up Google Analytics and integrating your CRM and marketing automation systems to track metrics like cost per lead, cost per opportunity, pipeline, cost per acquisition, and lifetime value to evaluate the performance and ROI of different marketing campaigns. The presentation provides steps on implementation and suggests testing various attribution models to determine the best approach.
A multitude of new technologies and touchpoints has created a sea of change in how and when people interact with each other and with brands.
Your customer is more informed, more particular, and more connected than ever before, ushering in a new normal – the Engagement Economy – where companies survive and thrive by delivering meaningful personal experiences.
How can marketing lead the way forward, fundamentally shifting the way the brand (and the organization!) interacts with customers?
Join Marketo’s Matt Zilli, VP of Product and Segment Marketing, and Forrester’s Shar VanBoskirk, VP and Principal Analyst, to learn:
• How businesses can transform themselves into customer-obsessed enterprises
• What you need to be a successful business leader, now and beyond 2017
• How an engagement platform can help you fully tap the engagement economy
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.
Selling Marketing Automation to the C-SuiteMarketo
A marketing automation platform can be instrumental in helping you achieve business goals, work more efficiently, and increase the return on your marketing campaigns. But how do you make the case for marketing automation to your executive team?
Check out this presentation to discover how to create a strategy for getting your C-suite on board with marketing automation.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
[ Overit Webinar ] Grow Your Business: Growth Marketing and Why You Need It Overit Media
Growth marketing focuses on driving traffic and leads throughout the entire sales funnel. It requires establishing key performance indicators, digital marketing strategies, and data infrastructure to track results. Experimentation and iteration are important to optimize each part of the funnel. Digital efforts like SEO, paid search, social media, and email nurturing are used to generate website traffic and qualified leads. Scoring systems assess lead behavior and quality as leads move through nurture sequences. Data is analyzed to identify highest converting channels and improve the customer journey from awareness to conversion. While focused on metrics like cost per lead and lifetime value, growth marketing principles apply whether selling products, services, or non-profits.
Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Is Bad Data Killing Your Customer Engagement Strategy? Marketo
In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn
- How your customers view your data challenges
- Who should own the data problem
- Common data pitfalls and quick wins for clean up
- What questions to ask of other internal groups
This document is a summary report of a benchmark study on B2B customer experience. Some key findings include:
- Only 12% of B2B marketers rate themselves as very effective at delivering consistent customer experiences, showing much room for improvement.
- Consistency across content, teams, and channels is found to be the most important factor for an effective customer experience.
- The top barriers to success are inefficient internal processes, lack of alignment on metrics, and lack of alignment across teams.
- Top performing companies have documented customer experience strategies and shared content planning processes to better align strategies and simplify execution.
Introducing ContentAI: The Future of One-to-One EngagementMarketo
Watch this webinar to discover how Marketo ContentAI uses artificial intelligence to help marketers shift from today’s traditional rule-based campaigns to making every interaction with customers more valuable while increasing conversions across email, web, and mobile.
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
Better Health Outcomes Start with EngagementMarketo
The document discusses Jenny Craig's "Be The Health Moment" campaign to engage healthcare professionals (HCPs) in discussions about weight management. It notes that obesity is a major health issue affecting 1 in 3 Americans, but HCPs often lack time and resources to discuss weight with patients. Jenny Craig targeted and engaged HCPs through the campaign to establish itself as a trusted resource for weight management conversations. The campaign leveraged Marketo and Intelligent Demand technologies to bring Jenny Craig's value proposition to HCPs.
How Marketing Automation is Transforming Financial Services Firmsedynamic
This document discusses marketing automation in the financial services industry. It finds that adoption of marketing automation is currently low in financial services at around 4-6% penetration. Some key challenges for financial services include complex sales channels, large buyer segments, and compliance requirements. The document then outlines steps for a successful marketing automation strategy, including understanding buyers, creating a content strategy, developing a lead management architecture, focusing on best of breed technology, reporting, and managing compliance.
This document outlines Janet Miller's presentation on measuring marketing ROI. It discusses the challenges of attribution and tracking marketing efforts across different channels. It recommends setting up Google Analytics and integrating your CRM and marketing automation systems to track metrics like cost per lead, cost per opportunity, pipeline, cost per acquisition, and lifetime value to evaluate the performance and ROI of different marketing campaigns. The presentation provides steps on implementation and suggests testing various attribution models to determine the best approach.
This document summarizes the seven secrets of Marketo's success in digital marketing. The secrets are: 1) engaging people as individuals based on what they do continuously over time, 2) always directing marketing efforts towards a measurable outcome, 3) nurturing relationships with people over time through engaging conversations, 4) using behavioral targeting for maximum relevance, 5) operating at the speed of digital with connected systems, 6) measuring marketing impact and ROI, and 7) driving customer success to retain and grow relationships.
The document is a case study presentation by Marketo about how they drive their own business through modern marketing techniques. It details how Marketo uses content marketing, lead generation, marketing automation, and analytics across the entire customer revenue cycle from awareness to sales. It shows examples of their lead scoring system, behavioral targeting, dynamic content nurturing programs, and multi-touch attribution analytics to measure marketing return on investment. The goal is to inspire other companies and illustrate how to effectively market and sell in the current digital environment.
Marketo Secret Sauce: Modern Marketing Case Study - Matt ZilliMarketo
Matt Zilli, Director of Product Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results in the new digital age.
Don't Let Bad Data Haunt You: An Expert Guide to Marketing MetricsMarketo
This document provides an overview of best practices for marketing metrics and return on investment (ROI) analysis. It emphasizes using metrics that demonstrate marketing's impact on key business metrics like revenue and profits. Specifically, it recommends focusing on the revenue cycle and pipeline performance, incremental revenue from programs, and marketing forecasts of new business. It also discusses challenges like multi-touch attribution and provides examples of using testing and controls to better measure individual program ROI. The overall message is that marketing should "speak the language of business" by selecting metrics that show their contribution to financial goals.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
Smarter Marketing for Better Results - Michael BergerMarketo
The document discusses how Marketo helps companies improve their marketing efforts through better alignment between sales and marketing, increased scale of campaigns, and deeper insights into lead behavior. It provides a case study of how Marketo helped Egencia achieve these benefits, including better alignment between teams, the ability to quickly build large campaigns, and insights into which programs drive the best leads and how leads move through the sales funnel. The document advocates that by mapping customers' journeys and guiding them through effective nurturing, marketers can transform their role from a cost center to a driver of revenue.
The Survivalist's Guide to Data-Driven MarketingMarketo
In this presentation from Heidi Bullock, VP of Demand Generation at Marketo, she shares how to become more data-driven, forecast more accurately, and determine the right metrics to measure in order to improve your marketing efforts.
Customer Engagement Platform: Smarter Marketing for Better Results - Erik RehnMarketo
Erik Rehn, Director of Product Management at Marketo, presents how to use Marketo's Customer Engagement Platform to gain better results thru smarter marketing.
Engagement Marketing Platform - Matthew ZilliMarketo
Matthew Zilli, Director of Product Marketing at Marketo, discusses the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
The document discusses how to drive Facebook leads using Marketo. It provides details on how over the past year they acquired over 13,000 targets at under $30 per target through 450+ campaigns and 2,000+ ads. It then discusses strategies for using Facebook campaigns to drive brand awareness, conversions, and targeting including using custom audiences, lookalike audiences, remarketing, and tracking metrics to optimize campaigns. The document is intended to provide social media marketing strategies and tactics for driving leads on Facebook using Marketo software.
Customer Engagement Platform - Chandar Pattabhiram & Brian Glover Marketo
Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Similar to Smarter Marketing for Better Results: Marketo's "Secret Sauce" Case Study - Chandar Pattabhiram (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include:
- Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions.
- Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement.
- Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions.
- Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Marketo Engage January 2021 Product Release PresentationMarketo
The document summarizes the January 2021 release of Marketo Engage. It includes:
1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks.
2) Improvements to the user experience including support for workspaces and partitions.
3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels.
4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including:
1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform.
2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage.
3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible.
The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Case study of how Marketo using Marketo to drive our business.
One of the fastest growing software companies of all time. So doing something right.
Showing examples of our actual campaigns.
Marketo’s success is based on a philosophy, based on a belief that the way digitally empowered people buy products has changed dramatically. And therefore we need to change the way we need to market and sell to these buyers must also change.
And this should be pretty obvious to us. Just think about how you bought a car 10 or 15 years ago…
I am always blown away by the fact that Google was founded 7 years AFTER I graduated college. And before anyone starts cracking jokes, I’m not really THAT old.
Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales.
In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
Seattle hotels search on Google – (102M results in .39 seconds)
But now, there is an explosion of readily available information… According to IBM, we create 2.5 quintillion bytes of data
— so much that 90% of the data in the world today has been created in the last two years alone.
This is a recent phenomenon…
When Marketo was founded in 2006, the iPhone didn’t exist, Twitter had not launched, and Facebook was only for college students.
All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience.
Result: Forrester Reports that 65-90% of buying process is complete when consumer is walks into store/branch/dealer, or contacts sales
Requires deep changes in how we market to consumers.
That’s how we approached our marketing process at Marketo.
So how are we responding to this? Not good.
So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today.
On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010
Lots of research available that supports this shift.
If you look across all sorts of studies, you’ll find that people today are somewhere between 50 and 90% done with their buying process before they want to engage with a salesperson. They have so much access to information, that they are actively resisting sales interactions until they feel they have equal information to what the sales person has.
1,500 customers from 22 large B2B companies.
So at Marketo, what we said, “ok, if the buyer doesn’t want to talk to sales until let’s say they are 2/3 done with the process, then Marketing needs to step up and “own” that 2/3 of the buyer’s journey.
Sales still has the last 1/3, but marketing has to have a more explicit role in the revenue process. In the old days, maybe marketing had about 10% and then sales took over. Today it’s a very different process. “Marketing needs to step into the void.”
So everything we do at Marketo is based on this foundation of don’t pass leads to sales people until they’re ready, and in the meantime, marketing owns the relationship until that happens.
Semantics matter…targets are not leads…
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
Let’s talk about TOFU. I mentioned that we really focus on content to build awareness for our brand. And the reason why is that we’ve moved from a world of information scarcity to information abundance. In a world of information scarcity, it was easy for people to pay attention to what marketers had to say. But with so much information available, that attention is pretty much gone. People just don’t have the time or capacity to pay attention to every marketing message thrown in front of them today.
Most marketing that evolved from the Mad Men era is all about renting the attention that someone else has built. The superbowl is a perfect example. They get all these people to watch the game, and they rent out people’s attention in 30 second slots for $4.5 M
An ad on the side of a website is rented attention. Even a booth at a tradeshow. You’re physically renting space on the floor, and getting people’s attention as they walk by. Now, renting attention is fine, and we still do plenty of it…BUT, it is becoming less and less effective, and harder to do well, in the age of information of abundance, so what you need to in addition, is to own your own attention, and that means publishing your own content.
Marketo actually started writing its blog before they wrote a single line of code, and now more than 100,000 people every month who read it. It would cost us at least $10K per shot to reach a similarly sized and similarly qualified audience.
We stopped doing a lot of 3rd party tradeshows and only did the big ones, and took that money and put it into our own events. Get 100 people in hotel room for $20K and have them listening to our story for 3 hours, and then give them drinks and food. We’re getting their undivided attention. So for the price of a crummy booth at a tradeshow, we get their undivided attention for 3 hours. Again, we get to own our own attention.
Owned attention, at its core, is all about content. We think about content in terms of 3 different stages, early mid and late stage, and this framework is really important for our process.
Early stage content is going to be educational or entertaining to your target audience, even if they never buy your or your competitor’s products. For us, it’s about “how to be a better marketer”. It’s not about marketing technology, not about marketo. The goal of early stage content is to build a brand. To build awareness. So we never gate early stage content behind a form, because the goal of this content is not to generate leads. It’s to go wide, and broad, and have you see it, and share it with your friends, and have it get picked up on other sites.
Now mid-stage content is the tool we create to help a buyer find us when they happen to be looking for marketing software. To help them with their buying process, so a buyer’s guide, an RFP template, 3rd party content works great here like analyst reports, and we always gate this content, because if you’re looking for that sort of information, we want to talk to you.
And late stage content is all about us. Now, at many companies the majority of content is late stage. For us, the pyramid goes the other way. This content is what will help someone learn more about US and either help them make a decision or reaffirm their decision. And wherever possible, we are not going to gate that content, because frankly, if you want to learn more about us, we don’t want to get in your way, we want to make that as easy as possible.
Let’s talk about where all these targets come from. How are we generating our targets. This is a report pulled right out of our analytics, with real actual data, and It shows which channels are generating targets for us at the top of the funnel. This is a screenshot out of Marketo, so across various channels, what are the number of targets generated, what is the investment per target for that channel (and I am only counting program dollars there, so not counting people’s time).
The % opps, or the % of the targets that become opportunities. The index tells us how efficient each channel is at creating opportunities.
Index is simply the % opp number presented as an index versus the average. So take the inbound web channel. The 2.5 index means that targets generated from the inbound channel are 2.5 times more likely to become an opportunity as compared to the average across channels.
And then days to opp is how long it take them on average, how long do I have to nurture prospects from each channel, before they become an opportunity.
Let’s talk about where all these targets come from. How are we generating our targets. This is a report pulled right out of our analytics, with real actual data, and It shows which channels are generating targets for us at the top of the funnel. This is a screenshot out of Marketo, so across various channels, what are the number of targets generated, what is the investment per target for that channel (and I am only counting program dollars there, so not counting people’s time).
The % opps, or the % of the targets that become opportunities. The index tells us how efficient each channel is at creating opportunities.
Index is simply the % opp number presented as an index versus the average. So take the inbound web channel. The 2.5 index means that targets generated from the inbound channel are 2.5 times more likely to become an opportunity as compared to the average across channels.
And then days to opp is how long it take them on average, how long do I have to nurture prospects from each channel, before they become an opportunity.
Let’s talk about where all these targets come from. How are we generating our targets. This is a report pulled right out of our analytics, with real actual data, and It shows which channels are generating targets for us at the top of the funnel. This is a screenshot out of Marketo, so across various channels, what are the number of targets generated, what is the investment per target for that channel (and I am only counting program dollars there, so not counting people’s time).
The % opps, or the % of the targets that become opportunities. The index tells us how efficient each channel is at creating opportunities.
Index is simply the % opp number presented as an index versus the average. So take the inbound web channel. The 2.5 index means that targets generated from the inbound channel are 2.5 times more likely to become an opportunity as compared to the average across channels.
And then days to opp is how long it take them on average, how long do I have to nurture prospects from each channel, before they become an opportunity.
So let’s talk about some of the findings and insights from the data.
The first is just how important content is to our content generation. All the checked channels rely on content as the core driver for capturing new targets.
purchase history, deposit, withdrawal, cart abandonment, data usage, etc
CLOSING: Fundamentally, consumers increasingly expect this. They know how much information is available, and expect marketers to use it. They expect you to know the answers questions such as: What did they want? What did they look at? How did they react? … and then to use that information to create more relevant interactions.
So let’s talk about some of the findings and insights from the data.
The first is just how important content is to our content generation. All the checked channels rely on content as the core driver for capturing new targets.
So let’s talk about some of the findings and insights from the data.
The first is just how important content is to our content generation. All the checked channels rely on content as the core driver for capturing new targets.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
But they actually want leads, so as marketers we need to work to take all these targets, and turn them into win-ready leads.
This data is from RainToday. It’s a few years old, but it’s still very relevant. And this data is across many companies, not just Marketo.
What it shows is when you generate a target, what’s the likely disposition of those targets. And on average, 25% are sales ready, 50% need more nurturing, and 25% are essentially junk. So that’s what the averages are.
But if you look at Marketo, because are top of funnel is so wide and so broad, only 2% of our new targets become leads in the first 30 days.
So we have to take 98% of these new targets that we’re spending money to acquire, and keep in touch with them over time. And the average time it takes to get them back to win-ready is 327 days, and that’s just an average. In some cases we have to nurture them for 2 or 3 years before they are ready to buy.
And if you don’t have a good process for nurturing, these targets leak out of the funnel, and the money you spent to acquire them is effectively wasted.
So lead nurturing is a really important idea, and is central to everything we do at marketo. And it is a complicated topic. In fact, we’ve written books about it, and you can find them on our website.
Need to LISTEN
Therefore, strive for these three things!
So how do we segment at Marketo. Well, first of all, we do it across 2 primary dimensions on a regional basis. One dimension we use is the buying stage, which maps really well to our overall revenue model, both to the high level funnel stages, TOFU, MOFU and BOFU, and also happens to map to the way we segment our content, EARLY, MID, LATE and CUSTOMER. The other dimension is the buying profile, which we typically define by personas.
And by the way, we’ve kept it to 2 because even moving to 3 adds an exponential level of complexity. For instance, if we have 4 buy stages and 3 profiles, that’s 12 segments. If we add a 3rd dimension to segment off of, and that dimension had 3 options, now all of a sudden your taking your original 12, and muliplying it by 3, and now instead of 12 segments, we have 36.
So how do we segment at Marketo. Well, first of all, we do it across 2 primary dimensions on a regional basis. One dimension we use is the buying stage, which maps really well to our overall revenue model, both to the high level funnel stages, TOFU, MOFU and BOFU, and also happens to map to the way we segment our content, EARLY, MID, LATE and CUSTOMER. The other dimension is the buying profile, which we typically define by personas.
And by the way, we’ve kept it to 2 because even moving to 3 adds an exponential level of complexity. For instance, if we have 4 buy stages and 3 profiles, that’s 12 segments. If we add a 3rd dimension to segment off of, and that dimension had 3 options, now all of a sudden your taking your original 12, and muliplying it by 3, and now instead of 12 segments, we have 36.
So how do we segment at Marketo. Well, first of all, we do it across 2 primary dimensions on a regional basis. One dimension we use is the buying stage, which maps really well to our overall revenue model, both to the high level funnel stages, TOFU, MOFU and BOFU, and also happens to map to the way we segment our content, EARLY, MID, LATE and CUSTOMER. The other dimension is the buying profile, which we typically define by personas.
And by the way, we’ve kept it to 2 because even moving to 3 adds an exponential level of complexity. For instance, if we have 4 buy stages and 3 profiles, that’s 12 segments. If we add a 3rd dimension to segment off of, and that dimension had 3 options, now all of a sudden your taking your original 12, and muliplying it by 3, and now instead of 12 segments, we have 36.
So what we do is, for each segment, send relevant content to them over time. This is what it looks like inside Marketo, with our innovative Customer Engagement engine. In this case, you can see that we have a different stream for each buying stage. With the CEE, it’s really easy to keep these streams fresh because they don’t work like traditional drip campaigns. They are smarter than that. So for example, when the newest Sirius Decisions report on MA was released, we created a mid-stage content offer for it, and simply dragged it and dropped it to the top of the mid-stage stream. And unlike a drip campaign,in which people can only travel one way down the drip, in this case everyone in the stream will get the sieius decisions report next - because we’ve put it at the top and made it the #1 priority. This makes life for a content marketer pretty easy, and allows us to update our nurturing really quickly.
Now, we have another set of streams for each buyer profile, in our case, sales, marketing and an exec. In some cases, we re-use the same content, and maybe the same message. Or we might use the same content, and tweak the message. Or in some cases, the content just doesn’t fit, and we might not use it, or we may use different content.
So this is one way we personalize.
Now, the way we get really relevant, is through behavioral targeting. So things like your role, or industry tell us what you might be interested in, behaviors tell us what you ARE ACTUALLY interested in. And this data from MarketingSherpa shows that triggering and segmenting emails based on behaviors aret the top two tactics that marketers use to increase email engagement.
When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
So what we do at Marketo, is listen for your behaviors. In fact, Marketo listened to billions of behaviors across our customer base last year. It listens for what events do you attend, what content do you download, what web pages you visit. And these behaviors tell us specifically what your interested in.
Some examples of our interest streams are email, social, content marketing and technology. So when we see that you have a specific interest, we pull you out of the default stream, and place you into the stream that matches your specific interest.
And these streams tend to have less content, so once you go through them, we place you back into the default stream, and fortunately, the system is smart enough to simply resume you from where you left off, unless new content has been placed, in which case you’d get that first.
The key to relevance is behavioral targeting.
So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)
When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
So the results of using behaviors in order to increase relevance are pretty compelling. Here are email engagement statistics for standard nurture versus nurture triggered by behaviors to determine interest. You can see there is almost a 60% lift in terms of open and click to open rates.
And there’s a huge lift for click rate, which is a much more meaningful conversion rate than the open rate, assuming of course there is a call to action in the email. For click rate, we saw around a 150% lift, or 2.5 times better performance compared to the click rate of the standard nurture.
Business As Usual (BAU) Email TrendsThe quarterly analysis is compiled from 7.0 billion emails sent by Epsilon in October, November and December 2013 across multiple industries and approximately 140 participating clients. The analysis combines data from Epsilon’s proprietary platforms.
Triggered Message Email Trends Triggered message benchmarks are compiled from more than 297 million triggered emails sent by Epsilon in Q4 2013 across multiple industries. Results track campaigns deployed as a result of an action or trigger such as Welcome, Abandon Shopping Cart, Thank You and Anniversary.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
Okay, so we’ve generated targets, we’ve nurtured them, so let’s talk about how we identify which of our targets are ready to be sent to the sales team as leads. And that’s what scoring and lead management is all about.
So lead scoring is how we rank the best ones from the not so good ones.
The importance of scoring is twofold. Frist, it provides a shared… The key word is shared. In other words, it’s an opportunity, often for the first time, for sales and marketing to agree upon exactly what a high-quality, or sales-ready lead is. And since it’s a shared methodology, if sales reps are saying “these leads stink (or maybe you’ve heard harsher language)”, it means that sales executives need to work with marketing to tweak the scoring framework rather than simply blaming marketing for sending crappy leads their way.
And the other thing scoring provides is a threshold for determining when it’s the right time to send a lead to sales, or push the right offer in front of a consumer.
And we score across 3 dimensions. Fit, engagement and buying intent. You might be wondering why barney is on the slide. It’s a 2-way street. We need to like them (fit), they need to like us (engagement and buying intent).
And of course, we never pass evil barney to sales…
Once a lead passes a scoring threshold, we need to get it to the sales team in a way that is easily digestible. So we have a sales intelligence tool called Marketo Sales Insight that lives natively within the CRM. We use SFDC. And it essentially provides the sales reps with a prioritized list of leads, with their best bets on top…which is why we call this the best bets list. The more stars and flames a lead has, the higher the quality. Stars measure relative lead score, and the flames is a measure of how quickly the score increased over time, which is essentially telling the rep how “hot” the lead is. So a lead with a very high score that has been doing a lot of research on the website over the past few days is someone that is likely to show up very high on their list.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
Okay, so we’ve generated targets, we’ve nurtured them, so let’s talk about how we identify which of our targets are ready to be sent to the sales team as leads. And that’s what scoring and lead management is all about.
So lead scoring is how we rank the best ones from the not so good ones.
When the entire customer lifecycle is taken into consideration, it really looks more like this, where the goals are to continue to drive engagement in order to keep the customers you have, and turn them into loyal advocates, which then builds additional awareness. In other words, it’s really not so much the typical funnel many of us are used to seeing, but it’s more of a cycle.
Special nurture streams for each nurture goal
One example of a goal is upsell/cross sell. One of Marketo’s customers, Dropcam, uses Marketo specifically for this purpose. Dropcam sells small video cameras that record directly to the cloud. They have customers who record different amounts of video in the cloud and access it with varying frequencies. They want to upsell a certain set of those customers to a better subscription, and they want to focus on the customers most likely to take advantage of that plan. So they capture this data in marketo and use it to automate their upsell marketing.
But of course, probably the most important thing is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace.
So let’s talk about revenue analytics.
But you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made.
Now, the way the CRM works when measuring marketing success is it ties all revenue from a win back to the source campaign, which means that the first touch gets all the credit for the revenue. This worked great in the age of information scarcity, because as soon as a lead was generated by that campaign, it was tossed over the fence to sales. But we don’t live in that world anymore. In today’s world, those other 6 marketing touch points along that buyer journey may have had as much or more influence on a purchase decision as compared to the source campaign. So taking those other touch points into consideration when measuring campaign performance can be hard.
Further complicating mattes is that there isn’t often just a single buyer. So what if you have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. FWIW, we don’t recommend this.
So how do you measure ROI with that sort of complexity. It starts with actually having the data.
I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
One of the things we hear a lot in talking with CMO’s is that their biggest pain point was not so much measuring engagement for their campaigns, but rather, having the ability to PROVE the impact that marketing was having on revenue.
Sales typically does a really good job presenting their forecast, what they expected to bring in in terms of revenue, and the CRM system made it easy for them to convey these meaningful metrics to the exec team. CMO’s that were unable to prove their impact in terms of revenue, often weren’t part of the discussion when talking about revenue numbers. And CMO’s were sick of being second class citizens in this regard. They wanted to earn their seat at the revenue table.
And today, where marketing owns 50% to 80% of the revenue cycle, they should have an equal voice in revenue discussions, and Marketo helps provide marketing with the data they need to have this voice.
We get a complete view of how this deal was won. Marketing was keeping in touch with Sarah before this opportunity was created. And the story behind this deal, which is a real deal we won, is that Sarah had downloaded a DG, gone to an event, and just before the opportunity was created, went to Manny, someone on her team, and asked him to investigate Marketo.
Only when you have a marketing system that can show you all of these touches across the buying journey, can you really understand how marketing is driving revenue.
Once you have the data, you can then start to allocate pipeline or revenue from a deal, across all those marketing touches, in order to understand the ROI for each campaign.
We call this multi-touch revenue attribution. Let’s look at an example of how this works.
So, that’s how multi-touch works as a framework for crediting campaigns with pipeline or revenue creation.
So with the multi-touch framework in place, we can now get a deep understanding of how our marketing activities are driving pipeline and revenue for the company. In fact, we can PROVE it, giving that Marketing Director, VP or CMO a seat at the revenue table.
Here we see all the channels we showed early when we talked about generating targets, but now we can see how they are generating revenue.
I can see how much investment we’ve made in each channel. And notice that we call it investment, and not cost. And this is on purpose, because when we as marketers talk about costs, we are telling the world that we are a cost center and not someone who deserves a seat at the revenue table. When we talk about investments and returns, then we’re saying we belong in those discussions at the revenue table.
Ok, so we also show how much multi-touch pipeline, and how many multi-touch opportunities we generated from that channel, using the framework we just discussed.
And what you see is that the inbound and the nurture, together make up about 58% of our pipeline. And these are the channels without marginal program dollars, like the website, blog, nurture emails. The paid programs make up the rest – 42% of all pipeline. And this supports the point I made earlier, which is that while inbound is great, but if all we did is inbound, we’d be about half the company we are today. We need them both working together to drive the growth that we’re driving.
So for example, our tradeshow channel has an average MT ratio of 12. But that’s the average. If we dig into a program view, we’ll see that almost half of our tradeshows fall below our minimum threshold of 5. In other words, they are losing us money. And its these tradeshows that are the likely candidates to pull, and to use that money for our own events where we can own on our attention.
So looking at results across channels as well as individual programs within those channels is really important.
And as a sidenote, you can see that 56% of our channels are currently meeting our minimum threshold of 5. That means that 44% are losing money. So our job as marketers is to continue to push this % higher. But have anyone of you see Adobe’s fortune teller commercial. The marketer goes in to see the fortune teller and says “I’d like to know if my marketing plan is working”, and she looks at one of her cards and enthusiastically responds, yes! It’s working! And he nods and then says, can you be more specific? So she points to a few cards and says “Some parts are working, and some parts are not” Then she scoops up the cards and says “that’ll be $85 as the marketer looks at her incredulously”.
So in this case, we know exactly which programs are working and which aren’t. And by the way, you should have programs that aren’t working. If you aren’t, your not experimenting enough.
So for example, our tradeshow channel has an average MT ratio of 12. But that’s the average. If we dig into a program view, we’ll see that almost half of our tradeshows fall below our minimum threshold of 5. In other words, they are losing us money. And its these tradeshows that are the likely candidates to pull, and to use that money for our own events where we can own on our attention.
So looking at results across channels as well as individual programs within those channels is really important.
And as a sidenote, you can see that 56% of our channels are currently meeting our minimum threshold of 5. That means that 44% are losing money. So our job as marketers is to continue to push this % higher. But have anyone of you see Adobe’s fortune teller commercial. The marketer goes in to see the fortune teller and says “I’d like to know if my marketing plan is working”, and she looks at one of her cards and enthusiastically responds, yes! It’s working! And he nods and then says, can you be more specific? So she points to a few cards and says “Some parts are working, and some parts are not” Then she scoops up the cards and says “that’ll be $85 as the marketer looks at her incredulously”.
So in this case, we know exactly which programs are working and which aren’t. And by the way, you should have programs that aren’t working. If you aren’t, your not experimenting enough.
So, this is how we measure ROI. We also like to look at the aggregate impact marketing is having on pipeline, and that comes back to the funnel that we started with. I know how our deals are moving through this funnel.
We know because we mapped the same pipeline we just saw in our product. This is the revenue cycle modeler in Marketo, and the stages across the green section represent the funnel stages we looked at before, so you see targets, leads and opportunities. Some stages are boxes because people can stay in those stages indefinitely, some are clocks, meaning there are SLA’s. Once this is setup and it begins tracking movement.
Once we understand how the revenue process works, we then use this information to set our budget. So at Marketo, we don’t simply say marketing should be 7% of revenue. What we do is say we need this many wins in order to achieve the revenue targets we set.
And since we have a deep understanding of how the revenue process works, including conversion rates and velocity, we can simply work backwards. We know how many opps we’ll need, how many SQL’s we’ll need, how many new MQL’s and Targets we’ll need, as some of the wins will come from existing targets and mql’s.
Then we can budget for a marketing program that drive the wins we need to hit our revenue targets.
That’s really powerful, because if someone comes to us and says “I need to take 10% out of your budget”, we can say “okay, that will have a 12% impact on revenue next quarter, what do you want to do?”
Having those numbers let’s you justify your budget.
It also lets us look forward, it lets us make forecasts. It lets us talk not just about what happened, but what will happen. At board meetings, they talk very little about what has happened in the past compared to how much time they spend talking about the future. And in too many companies, sales, and not marketing, is the only one participating in this conversation. Which might have been fine 10 years ago when they owned 90% of the revenue cycle, but today marketing owns 50 to 80%. If only sales is participating in the forecasting discussion, you’re missing out on a huge piece of visibility as to what the future holds. Marketing can use this data to step up and make forecasts about pipeline
So that’s an overview of the marketo secret sauce. So here are some tweetable takeaways.
The way people buy stuff has changed, and we as marketers need to respond, and market and sell to them differently.
Build your revenue cycle. Define those stages of the process. At minimum, define what a lead is, in conjunction with sales so you have a common definition, and common SLA’s for what happens when you have a lead.
Build you content engine, mapped to the buyer’s journey. Educational and entertaining for early stage content, mid-stage content that is bait for lead gen, and late stage content that’s about you.
And then remember, when you’re generating new “leads”, that there not really leads that are ready for sales, and that you need to keep in touch with them over time.
And #5, what we just talked about, turn marketing into a revenue driver, and not a cost center, it has to do with the language you use, and the metrics you use.
Now, I want to wrap with a 6th, and perhaps most important point. I just talked to you about all sorts of cool and sophisticated marketing strategies and tactics, and some of you may be feeling a bit overwhelmed. You might be thinking, “I can’t do all that” I don’t have enough people, enough content, enough time. Well, Marketo didn’t start doing all of this right off the bat. It started simple, and got more sophisticated over time.
Before joining Marketo, I was head of marketing for a small technology company, that ultimately got acquired by a large company. But I deployed Marketo at this company with a team of ONE, and that was me. I started with the basics. Segmenting my database, creating nurture drips, and reporting on basic engagement metrics. I then brought our events manager into the fold, and she used it to drive attendance at our in-person events. And we had a team of 3, and the 3rd team member would use Marketo to automate the way we promoted our webinars. One year later, I was doing more sophisticated things. I had set up the revenue modeler, began to understand the revenue process, and you know what, it really changed the way I was perceived at my company, from the top down. I remember we had a very sarcastic engineer that clearly didn’t take marketing seriously, and in one executive meeting, he unexpectedly blurted out, “you know what, this is really cool, I never thought marketing could be so scientific”, and that’s where marketing is headed. Currently marketing is transforming from an arts and crafts function, to science.
So if you’re feeling overwhelmed…think big, start small, move quickly. Adopting even some of the basics can produce big time results.
I hope you found this information helpful. Thanks for joining us today.
One of the ways we increase relevance at Marketo is to focus on segmentation, which then allows us to send messages that are relevant for each segment. For example, a VP of Sales and a VP of Marketing would fall into two separate segments, and we would therefore be able to send a different, more relevant message to each.
So this analysis compares how engaging an email is to the size of the send. And to measure engagement, we are using Marketo’s proprietary metric called an Engagement Score, which essentially does what a FICO score does for lending, combines a bunch of data attributes into one number to easily measure how engaging one email is compared to another.
What you see is that there is a direct correlation between the size of the send and engagement. More to the point, smaller sends are typically more engaging than large ones.
Now, we’ve all heard that batch and blast emails doesn’t work. Well, here’s some proof that they are much less effective.
Customer version
We get this report, which is like Google Analytics for revenue. For each of those stages I can see how many people are in there, and what is the flow from stage to stage, as well as the velocity at which people are moving between them. Conversion rates and velocities.
And I can see this over time so we can understand the trends, and even compare them to previous periods.
Having this data at your fingertips is so powerful for a marketer, because it really lets us understand the dynamics of the revenue process.